Believe it or not, the most effective elements of law firm marketing videos are something that any firm can achieve with the right planning.
Explaining how you can help prospective clients, evoking emotion through storytelling, and creating strong calls to action are three of the most essential elements of effective law firm marketing videos.
1. Explain Yourself
Fear and misunderstanding can make it intimidating to learn more about one’s legal options. Your firm’s marketing videos can build trust by simplifying complicated concepts and processes.
If viewers are looking for an attorney, they’re most likely stressed. Explain how you’ll help alleviate that stress by acting as a guide. Use visual representation, like animation or graphics, if it makes sense for the topic and your audience.
Another strategy is to introduce your team and “go behind the scenes” to give viewers a taste of what they’ll find when they enter your office. This humanizing strategy can help relieve anxiety they may feel about taking the first steps.
All in all, the more useful videos your firm creates, the more authority you establish—and the more easily you’ll convince prospects to trust you.
“…videos are unique because they’re almost like a one-on-one conversation between you and the viewer. That’s why they should be as specific as possible: imagine you’re helping out one person, not a wide audience. Details on how you can help are much more valuable to potential clients than broad statements about your firm.”
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2. Evoke Emotion
This doesn’t mean every video has to be a tearjerker. Evoking emotion can be something as simple as choosing the right music to set the tone. If a viewer has an emotional reaction—amusement, anger, sadness, surprise—they’re far more likely to remember your video.
One way to evoke emotion is to tell a story. Testimonials are great for this because you can tell the tale of a past client using real footage of what they have to say about you and how they helped. Not only does this facilitate in storytelling, but it’s convincing, too—after all, the most trustworthy word is that of a satisfied former client.
Establishing your authority is another way to access the emotions of the viewer. If they feel confident about retaining you for their legal issue, you’ve succeeded in your goal of alleviating their nerves and making the next steps of the journey easier.
“Take the viewer on a journey. For example, if you’re filming a testimonial from a past client, ask them to describe the problem they had, what things were like when they had the problem, and how they discovered you. Finally, have them explain how you helped them and what their life is like now that you’ve solved their issue.”
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3. Encourage Contact
Don’t just explain why viewers should contact you: explain exactly how they should do it. Should they call your office? Email you? Fill out a form on your website? It doesn’t matter—just remind them to do it…every time.
This final piece of the puzzle, called a call to action (CTA), is imperative in any law firm marketing video. It’s how you get your viewers to act.
For example, YouTube allows you to make “cards” that send viewers to other videos or playlists. These most often show up at the end of your video, but you can also make small information cards that show up at specific points in your video that then open a small menu. (Biteable’s guide to YouTube cards is a good resource to see screenshots of cards like these in action.)
You can also put links to external websites in the description of your videos. We recommend linking to a specific landing page with a form to fill out. Not only will this assist you with tracking, but it also eliminates distractions for the viewer: give them just one thing to do and they’re more likely to do it.
“Landing pages save your customers the trouble of hunting down what they want from you (which is especially important when they’ve clicked on an ad promising them something). By eliminating the friction that can occur between clicking on an ad and converting, you make it that much easier for them to do so.”
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Start Making Effective Law Firm Marketing Videos
Now that you know the three most essential elements of law firm marketing videos, your firm will be better equipped to get the attention and trust of your viewers.
Not confident in your ability to make compelling law firm marketing videos that capture and convert leads? Contact Kirkpatrick Creative today. We can help you develop a video campaign that’s engineered to meet your firm’s marketing goals.